How Sucky Dating Apps, Inflation, and the Oura Ring Led to the Running Club Boom

We’re breaking down the forces turning running clubs into the social hubs of our time.

Katalina Mayorga

and

Kelley Mullarkey

Dec 17, 2024

∙ Paid

Programming Updates!

We’ve spent hours researching, talking to brilliant people, and volleying ideas back and forth to bring you this next deep dive in a way that’s *hopefully* both engaging and digestible. After last month’s exploration of the future of membership clubs, we’re taking a cue from what worked (and what didn’t) and breaking this deep dive into bite-sized posts over the coming weeks—making it easier to explore alongside us. Think of this as a collaborative conversation—we’ll share what we’ve learned, invite you to uncover your own aha moments, and hope it leaves you sharper and better equipped in your work.

So, let’s jump in!

Programming for the Next Weeks: A Deep Dive into the Rise of Running Clubs

Today: How post pandemic cravings for community, sucky dating apps, inflation, and tech apparel like the Oura Ring led to the running club boom.
Next: Four short case studies on how businesses across various industries are responding to the boom in running clubs in ways that caught our attention. We talked to people like Chris Heuisler from Westin and Marriott Hotels, Michelle Stoodley from 1Rebel, Andrew Katz and Chris Furnari from Athletic Brewing, and Andrew Chen from indie fashion brand 3sixteen and Jessie Hyman from Pruzan Running. We hope these spark ideas for your own work or business.
Later: Some of the interviews were too good to cut down, so we’ll release a few extended conversations for you to dig into, including one with Nils Arend, founder of The Speed Project (THAT invite-only unsanctioned ultramarathon relay).
And Finally: What we’ve heard about the future of the running boom. Where do the people shaping this trend think it’s headed? Plus, an appendix of adjacent topics and links for those who want to take an even deeper dive.

Why You Should Not Ignore the Running Club Boom

Running clubs are not a fad. 🚨We repeat: running clubs are not a fad.🚨 They’re profoundly shaping how people travel, socialize, and prioritize how they spend their disposable income. From hospitality to apparel, brands across industries have a unique opportunity to tap into this cultural moment, fostering connections and building loyalty with a highly engaged community at a time when consumers are more health-conscious than ever.

How We Got to the Running Boom

1. Sucky Dating Apps and Post-Pandemic Isolation

We all know the pandemic left us craving real-life connections. Singles, fed up with endless swiping, turned to running clubs as a natural way to meet people—so much so that major media outlets dubbed them the new singles scene (see headlines above).